Shine, an early arrival in market now teeming with self-care apps and services, has closed on $5 million in Series A funding, the company announced today, alongside the milestone of hitting 2 million active users. The round was led by existing investor by Comcast Ventures with betaworks, Felix Capital and The New York Times also participating. The investment comes roughly two years after Shine launched its free service, a messaging bot aimed at younger users that doles out life advice and positive reinforcement on a daily basis through SMS texts or Facebook’s Messenger. At the time, the idea that self-help could be put into an app or bot-like format was still a relatively novel concept.